Deepfake Crisis Management: A Playbook for Businesses

Deepfake threats to businesses are accelerating. From fabricated CEO statements that move stock prices to fraudulent video calls that authorize wire transfers, organizations face a growing array of AI-generated threats. The companies that weather these crises successfully are the ones with a playbook ready before the incident occurs.

The Business Threat Landscape

Deepfakes target businesses in several ways:

Executive Impersonation AI-generated video or audio of C-suite executives has been used to authorize fraudulent transactions, issue fake statements, and manipulate stakeholders. In one notable case, a deepfake CFO on a video call convinced a finance employee to transfer $25 million.

Brand Manipulation Fabricated product announcements, fake customer testimonials, and synthetic brand communications can damage consumer trust and market position.

Employee Targeting Employees may be targeted with deepfake harassment, impersonation, or disinformation campaigns that create internal disruption.

Competitive Sabotage Competitors or bad actors may use deepfakes to create false impressions of corporate misconduct, environmental violations, or legal problems.

The Incident Response Framework

Phase 1: Detection and Verification (0-2 Hours)

Immediate actions when a potential deepfake is identified:

1. Alert the incident response team — this should include communications, legal, IT security, and executive leadership
2. Verify authenticity — engage forensic analysis to confirm whether the content is AI-generated
3. Assess the scope — determine where the content has appeared and how widely it has spread
4. Preserve evidence — capture and document all instances of the content with timestamps and URLs
5. Do not publicly acknowledge the deepfake until verification is complete and a response strategy is in place

Phase 2: Containment (2-24 Hours)

Once the deepfake is confirmed:

1. File platform removal requests — submit reports on every platform where the content appears, citing the TAKE IT DOWN Act where applicable
2. Issue internal communications — brief employees about the incident and provide talking points
3. Engage search engine de-indexing — request removal from Google, Bing, and other search engines
4. Contact law enforcement — if the deepfake involves fraud, market manipulation, or threats
5. Engage professional removal services — coordinate multi-platform takedowns through experienced specialists

Phase 3: Public Response (24-72 Hours)

Crafting the external narrative:

1. Prepare a clear, factual statement — acknowledge the deepfake without amplifying its message
2. Provide verification — offer proof of authenticity for legitimate communications (e.g., official channels, signed statements)
3. Brief key stakeholders — investors, board members, major clients, and partners
4. Monitor media coverage — track how the story is being covered and correct misinformation promptly
5. Document the timeline — maintain a detailed record for potential legal proceedings

Phase 4: Recovery and Hardening (Ongoing)

After the immediate crisis:

1. Conduct a post-incident review — what worked, what didn't, and what needs improvement
2. Update authentication protocols — implement verification steps for high-stakes communications
3. Establish content provenance — adopt C2PA standards for official communications
4. Train employees — ensure staff can recognize potential deepfakes and know the reporting process
5. Set up ongoing monitoring — automated scanning for new instances or variations

Building Organizational Resilience

Authentication Infrastructure

Implement systems that make it harder for deepfakes to succeed:

• Code words or verification phrases for high-value transactions
• Multi-channel confirmation for sensitive directives (e.g., confirming a video call request via a separate text message)
• Digital signatures on official communications
• Regular rotation of authentication methods

Employee Training

Make deepfake awareness part of your security culture:

• Annual training on recognizing AI-generated content
• Simulated deepfake exercises (similar to phishing simulations)
• Clear escalation paths for reporting suspicious content
• Emphasis that verification requests are never inappropriate, regardless of who appears to be asking

Vendor and Partner Coordination

Your response is only as strong as your weakest link:

• Ensure key partners have compatible incident response processes
• Establish verified communication channels for crisis scenarios
• Include deepfake provisions in vendor security agreements
• Share threat intelligence with industry peers

The Cost of Inaction

Organizations without a deepfake response plan face:

• Reputational damage that compounds with every hour of delayed response
• Financial losses from fraud, market manipulation, or customer attrition
• Legal liability for failing to protect stakeholder interests
• Employee morale impacts from feeling unprotected

The investment in preparation is minimal compared to the potential cost of an unmanaged deepfake crisis. Start building your playbook today.